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Seamless deletes ill-timed ‘nothing else matters’ tweet

September has been a month filled with brands sticking their feet in their mouths on Twitter.

First, there was Kenneth Cole’s tweet in which the brand attempted to boost sales by newsjacking the debate over a military strike in Syria. Then several brands posted tweets commemorating the 9/11 attacks in ways observers found distasteful.

Now, it’s Seamless, a brand that enables ordering from restaurants online, on the hot seat. This time, though, the offending tweet seems to be a case of pure obliviousness.

The tweet’s claim that “nothing else matters” seemingly ignored the ongoing disasters of the day Monday, namely ongoing flooding in Boulder County, Colo., and a shooting at the Washington Navy Yard that has claimed at least 12 lives.

Many Twitter critics chalked up the apparent insensitivity of the tweet to its being scheduled ahead of time, though that may not be a viable excuse. The Colorado flooding has been going on for days.

The lesson seems pretty clear, if the tweet actually was scheduled in advance. Take another look at those scheduled tweets before they go out to your followers. Something may have changed since you set it up.